My wife and I were married in June 1980, which was a month after I finished my first year in law school. One of the weekly television shows that we watched together during the first year of our marriage was the prime-time soap opera, Dallas. We’ve come a long way since then. Today, there’s no way we would waste our time on that type of show.
In the marketing world, the phrase “passion brand” refers to a product that has a passionate following among its customers. In addition to being loyal to the product, the customers also personally identify with it. If necessary, they will expend the time and energy to defend the product when someone criticizes it. The ownership of the product becomes a statement in and of itself — a statement that the customer has achieved a special status because of their affiliation with the product.